Narrative Strategy

Narrative strategy is way to intentionally create, develop and nurture a clear and consistent story. One that helps reinforce and repeat a key point, mission or objective.
Narrative Strategy Mutomorro

What is Narrative Strategy?

At its core, a narrative strategy is a plan that organisations use to tell a story in a way that resonates with their audience, aligns with their values, and advances their goals. It’s not just about crafting a single story; it’s about weaving a consistent narrative through all your communications, from marketing materials and social media posts to speeches and annual reports.

The first thing to understand is that every organisation, whether it realises it or not, already has a narrative. It might be clear and compelling, or it might be fragmented and confusing. The key is to take control of that narrative, ensuring it accurately reflects who you are, what you stand for, and why it matters. This involves more than just the words you use; it encompasses the themes, symbols, and emotions that your communications evoke.

A well-crafted narrative strategy helps you stand out in a crowded marketplace. It makes your message memorable, inspires action, and builds a deeper connection with your audience. In essence, it’s about telling your story in a way that makes people care and want to be part of it.

Using Narrative Strategy in organisations

Narrative strategy can be a game-changer for organisations across a spectrum of industries. Whether you’re a non-profit seeking to mobilise supporters, a corporation aiming to build brand loyalty, or a government agency trying to communicate policy, a narrative strategy can be tailored to serve your specific needs.

For businesses, integrating a narrative strategy into your marketing efforts can transform how customers perceive your brand. It’s not just about selling a product or service; it’s about crafting a story that connects your brand’s values with those of your customers. This emotional connection can drive loyalty and advocacy, setting you apart from competitors.

Nonprofits can use narrative strategy to capture the essence of their mission and the impact of their work. By telling compelling stories of change and transformation, you can inspire donations, attract volunteers, and raise awareness about your cause. Your narrative should encapsulate the urgency of your mission and the tangible difference your supporters can make.

Government agencies and public sector organisations can leverage narrative strategy to communicate more effectively with the public. By framing policies and initiatives within a broader narrative, you can make complex issues more relatable, foster understanding, and encourage civic engagement. It’s about showing the human impact of your work and building trust with those you serve.

Benefits of a Narrative Strategy

Implementing a narrative strategy can bring a multitude of benefits to your organisation. First and foremost, it helps ensure consistency across all your communications. When every piece of content you produce is aligned with a central narrative, your audience receives a coherent and compelling message, no matter where they encounter it.

A strong narrative strategy also enhances your brand identity. It distinguishes you from competitors and defines your unique place in the market. By consistently communicating what you stand for, you attract customers, partners, and employees who share your values and are more likely to remain loyal over time.

Moreover, a narrative strategy can be a powerful tool for engagement. It transforms passive consumers of your content into active participants in your story. When people see themselves reflected in your narrative, they’re more likely to take the desired action, whether it’s making a purchase, donating to a cause, or advocating for change.

Narrative Strategy for Purpose-Led organisations

For organisations driven by a clear purpose, a narrative strategy is indispensable. It’s not enough to simply do good work; you must also communicate the significance of your work in a way that resonates with people’s values and emotions. A narrative strategy helps you articulate your purpose in a compelling manner, making it easier for others to understand and support your vision.

Purpose-led organisations often tackle complex, challenging issues. A narrative strategy can simplify these issues, making them more accessible and relatable to a broader audience. It allows you to highlight the human stories behind the statistics, making the abstract tangible and inspiring empathy and action.

In a sceptical world, authenticity and transparency are more important than ever. A narrative strategy grounded in genuine stories and real outcomes fosters trust and credibility. It demonstrates your commitment to your purpose and your impact, inviting others to join you in making a difference.

Steps to Create a Narrative Strategy

Narrative Strategy

1. Define the Core Message

The first stage in creating your narrative is to define your core message. This could be sourced from your purpose, your objective or your underlying mission. It needs to acts as the emotive heart to your narrative and so should be sourced from how things could change or a “better world” aspiration which reinforces why the journey is important.

  • Identify the Cause: Clearly articulate the common cause or goal you want to rally your employees around.
  • Core Values: Align the narrative with your organisation’s core values for authenticity.

2. Know Your Audience

Every narrative is designed to engage an audience, and without understanding (and empathising) with them, it’s difficult to create an effective narrative. Whether it’s internal change or a wider societal mission, try to base your terms and ideas in a way that will resonate with them.

  • Understand Employee Perspectives: Gather insights on your employees’ values, challenges, and aspirations.
  • Tailor the Narrative: Customise the story to resonate with different groups within your organisation.

3. Craft a Compelling Story

Your story helps take people on the journey to realisation – and builds upon the “why” of your narrative.

  • Start with ‘Why’: Emphasize why the cause matters, tapping into the emotional aspect.
  • Incorporate Real Examples: Use real-life stories of employees or stakeholders who have embodied the cause.
  • Hero’s Journey: Frame the narrative around a journey, with challenges, growth, and triumphs, making the employees the heroes of the story.

4. Add Layers and Depth

Add layers and depth to your narrative. Look to broaden it while still retaining the same, core message.

  • Diverse Formats: Employ a mix of mediums – written stories, videos, podcasts, and live presentations.
  • Consistent Messaging: Ensure the narrative is consistent across all platforms for a unified message.

5. Encourage Participation

Help people to own the story. Give them the opportunity to reflect and relate to your narrative in a personal way.

  • Interactive Elements: Incorporate interactive elements like Q&A sessions, workshops, and discussion forums.
  • Employee Contribution: Invite employees to share their own stories and experiences related to the cause.

6. Reinforce and Evolve

Continue to reinforce the core message. Repetition is important in building a consistent, singular message.

  • Continuous Engagement: Regularly update the narrative with new stories and achievements.
  • Feedback Loop: Establish a feedback mechanism to gauge the narrative’s impact and adapt as necessary.

Benefits of Using Narrative Strategy

  • Emotional Connection: Stories engage emotions, making the cause more relatable and inspiring.
  • Unified Purpose: A shared narrative fosters a sense of belonging and purpose among employees.
  • Motivation: Inspirational stories can motivate employees to contribute actively towards the common cause.
  • Cultural Reinforcement: Consistent narratives reinforce organizational values and culture.

Narrative Strategy is not just about telling stories; it’s about crafting a shared vision that connects on a deeply human level. By strategically using storytelling, organizations can engage and inspire their employees, rallying them behind a common cause with renewed passion and commitment. Remember, the power of a well-told story can transform abstract objectives into palpable, shared missions that drive collective action.

Narrative Strategy in Culture Change

Culture change within an organisation can be a daunting task. A narrative strategy can serve as a powerful catalyst for this change, providing a common language and framework for understanding the desired shift. By articulating the vision for the future and the values that will guide the transformation, a narrative strategy helps align employees’ behaviours and attitudes with the new direction.

Success stories of individuals or teams embodying the new culture can reinforce the change and demonstrate its benefits. These stories serve as proof points, showing that the change is not only possible but already happening. They also provide role models for others to emulate, accelerating the culture shift.

Using Narrative Strategy in Culture Change

Cultural change within an organisation or society can be a daunting task, but leveraging the power of narratives can significantly enhance the effectiveness of such efforts. A well-crafted narrative strategy can inspire, motivate, and bring about a shared vision for the future. Here are five ways to use narrative strategy effectively in driving culture change:

1. Crafting a Compelling Vision Story

  • Define the Future: Start by clearly defining the future you envision for your organization or community. What values, behaviors, and attitudes will it embody?
  • Connect Emotionally: Craft a story that connects emotionally with your audience. Use vivid imagery and real-life examples to bring your vision to life and make it relatable.
  • Incorporate Founding Myths: Leverage any founding myths or core stories that already exist within your culture. These can be powerful tools to remind people of their roots and how they can evolve.

2. Creating Role Model Narratives

  • Identify Champions: Identify individuals within your organization or community who embody the values and behaviors you wish to promote. These should be people at various levels, not just leaders.
  • Share Their Stories: Create platforms to share these role models’ stories, highlighting their journeys, challenges, and how they embody the desired culture. This can be through internal communications, social media, or events.
  • Encourage Mentorship: Foster a culture of mentorship where these role models can directly influence others by sharing their insights and experiences.

3. Utilising the Power of Metaphors and Symbols

  • Choose Powerful Metaphors: Select metaphors that resonate with your audience and exemplify the cultural shift you are aiming for. Metaphors can simplify complex ideas and make them more accessible.
  • Incorporate Symbols: Develop symbols that represent your cultural change objectives. These can be logos, slogans, or even physical objects. Symbols serve as constant reminders of the change journey.

4. Encouraging Storytelling Across the Organization

  • Create Spaces for Sharing: Establish forums where employees or community members can share their own stories. This could be through meetings, online platforms, or storytelling events.
  • Highlight Diverse Voices: Ensure that stories from a diverse range of perspectives are heard. This encourages a sense of inclusivity and shows that everyone has a role in the cultural change.
  • Reward Storytelling: Recognize and reward those who actively contribute their stories. This not only encourages more sharing but also reinforces the values you want to promote.

5. Continuously Evolving the Narrative

  • Gather Feedback: Regularly collect feedback on how the narrative is being received and the impact it’s having. This can help you understand what’s working and what needs to be adjusted.
  • Adapt the Story: Be prepared to adapt your narrative as the culture change progresses. New challenges and successes will emerge, and your story should evolve to reflect these.
  • Celebrate Milestones: Use storytelling to celebrate milestones and successes along the change journey. This reinforces progress and motivates everyone to keep pushing forward.

Narrative strategy is a powerful tool in the arsenal of anyone looking to effect cultural change. By crafting compelling stories, leveraging role models, using metaphors and symbols, encouraging widespread storytelling, and continuously adapting your narrative, you can create a movement that drives real and lasting change.

Narrative Strategy is a powerful tool for engaging and inspiring employees behind a common cause, as it leverages storytelling to connect with emotions, values, and beliefs. Here’s how it can be effectively used:

Narrative Strategy in Change Management

Change management initiatives, whether they involve new processes, technologies, or organisational structures, often face resistance. A narrative strategy can help overcome this resistance by framing the change within a larger story of progress and improvement. It can answer the critical question of “why” the change is necessary, linking it to the organisation’s broader goals and values.

By sharing examples of early adopters and the positive outcomes they’ve achieved, a narrative strategy can build momentum for the change. It turns abstract concepts into concrete experiences, making the benefits of the change more tangible and desirable.

Here are five ways to utilize narrative strategy effectively in change management:

1. Craft a Compelling Change Vision

  • Define the Future: Start by creating a vivid and compelling story about the future of the organization. This narrative should clearly outline what the change aims to achieve and why it is necessary.
  • Use Vivid Imagery: Incorporate descriptive language and metaphors to make the vision tangible and relatable for all stakeholders.
  • Highlight Benefits: Ensure the story highlights the benefits of the change, not just for the organization but also for individuals and teams.

2. Share Success Stories

  • Real-life Examples: Use real stories of individuals or teams who have successfully adapted to similar changes. This can help reduce resistance by demonstrating practical examples of positive outcomes.
  • Testimonials: Incorporate testimonials into the narrative. Hearing directly from peers who support the change can be incredibly persuasive.
  • Create Heroes: Identify and celebrate the ‘heroes’ of the change process. These are individuals who have shown exceptional adaptability or have contributed significantly to making the change successful.

3. Develop a Continuous Narrative

  • Ongoing Story: Change isn’t a one-time event, so your narrative shouldn’t be either. Develop a continuous narrative that evolves with the change process.
  • Regular Updates: Provide regular updates through storytelling. This keeps the narrative fresh and maintains engagement.
  • Incorporate Feedback: Use stories from employees about their experiences with the change. This makes the narrative more inclusive and can provide valuable insights.

4. Utilise Multiple Channels

  • Diverse Platforms: Leverage various communication channels to share your narrative. This could include internal newsletters, intranet, meetings, social media, and more.
  • Consistency is Key: Ensure the narrative is consistent across all platforms, but tailored to fit the medium and the audience.
  • Interactive Elements: Where possible, incorporate interactive elements like Q&A sessions or forums where employees can share their own stories or ask questions.

5. Address Challenges Head-On

  • Acknowledge Concerns: Use the narrative to openly acknowledge the challenges and concerns associated with the change. This demonstrates empathy and understanding.
  • Provide Solutions: Offer solutions or strategies within the story to overcome these challenges. This helps to build confidence in the change process.
  • Show Progress: Regularly update the narrative to reflect progress, overcoming obstacles, and achievements. This keeps the momentum going and reinforces the belief that the change is achievable.

Implementing a narrative strategy in change management can significantly enhance the effectiveness of the change process. By engaging emotions, providing relatable examples, and maintaining an ongoing, inclusive dialogue, organisations can foster a culture that embraces change more readily.

Narrative Strategy for Employee Engagement

Narrative Strategy can be a powerful tool to engage employees too. Weaving your purpose throughout the employee experience can help nurture a shared vision and enhance collective objectives.

To effectively implement a narrative strategy for employee engagement, there are several key steps to follow. First, define your core message, ensuring it aligns with your organisation’s mission and values. Next, understand your audience and tailor your story to resonate with their values, needs, and challenges. Craft a compelling narrative that encapsulates your core message and use storytelling techniques to make it engaging and memorable. Choose the appropriate channels to share your story, considering a mix of traditional and digital media. Finally, continuously measure the impact of your narrative strategy and be willing to adapt based on feedback from your audience.

Narrative Strategy in Continuous Improvement

For organisations committed to continuous improvement, a narrative strategy can highlight the journey of innovation and refinement. It celebrates the successes along the way, recognising the contributions of individuals and teams. This not only boosts morale but also encourages a culture of excellence and experimentation.

Narrative Strategy to Champion Social Change

Narrative strategy can extend beyond the confines of a single organisation to drive broader societal change. By weaving together stories of individuals and communities affected by an issue, a narrative strategy can raise awareness, generate empathy, and mobilise action.

It’s about painting a picture of a better future and showing the steps needed to get there. By making the abstract concrete and the distant immediate, a narrative strategy can inspire people to become part of the solution.

Narrative strategy is a powerful tool in championing and promoting social change. It involves crafting compelling stories that inspire action, shift public opinion, and articulate a vision for a better future. Here are five effective ways to use narrative strategy for social change:

1. Humanising the Issue

  • Personal Stories: Share personal stories and testimonies from individuals directly affected by the issue. This approach transforms abstract or complex social issues into relatable, human experiences.
  • Visual Storytelling: Use photography, videos, and art to convey the emotional depth of an issue, making it more tangible to the audience.

2. Utilising Archetypal Narratives

  • Hero’s Journey: Frame the social change movement as a hero’s journey, where individuals or communities overcome significant challenges towards a transformative goal. This can inspire participation and solidarity.
  • David vs. Goliath: Employ narratives that depict a smaller, righteous force challenging a larger, unjust power. This archetype can galvanize support and encourage grassroots mobilization.

3. Crafting a Compelling Vision for the Future

  • Positive Framing: Instead of only highlighting the problems, focus on presenting a positive and compelling vision of what the future could look like if the desired change is achieved. This gives people something concrete to strive for.
  • Solution-Oriented Stories: Share success stories and examples of effective solutions being implemented. This approach reinforces the idea that change is possible and provides a model for action.

4. Building a Shared Identity

  • Inclusive Language: Use language and narratives that emphasize common values and shared experiences, fostering a sense of community and collective identity among supporters.
  • Diverse Representation: Ensure that the narratives represent a diverse range of voices and experiences, reflecting the multifaceted nature of the community. This inclusivity strengthens the movement by highlighting unity in diversity.

5. Leveraging Popular Culture

  • Collaboration with Artists and Influencers: Partner with artists, musicians, and influencers to create content that brings social issues to the forefront of popular culture. This can significantly expand reach and impact.
  • Story Integration: Integrate social issues into popular media (films, TV shows, books, etc.) in a way that is engaging and thought-provoking, sparking conversations and raising awareness among broader audiences.

Through the strategic use of narrative, activists and organizations can more effectively communicate their message, connect with audiences on an emotional level, and mobilize support for meaningful social change.

Steps to create an effective Narrative Strategy

Creating an effective narrative strategy requires careful thought and planning. Here are the steps to guide you through the process:

  1. Define Your Core Message: Identify the central idea or message that you want to convey. This should be closely tied to your organisation’s mission and values.
  2. Understand Your Audience: Know who you’re speaking to. What are their values, needs, and challenges? How can your story resonate with them?
  3. Craft Your Story: Develop a compelling narrative that encapsulates your core message. Use storytelling techniques to make it engaging and memorable.
  4. Layer your Story: Good narratives have layers – with a central theme always present but adapted and refined based on the audience and objectives.
  5. Measure and Adapt: Continuously monitor the impact of your narrative strategy and be willing to make adjustments. Listen to feedback from your audience and refine your approach accordingly.


In a world saturated with information, a narrative strategy offers a way to cut through the noise and connect with people on a deeper level. It’s not just about telling a story; it’s about telling your story in a way that moves people to think, feel, and act. Whether you’re striving to change your organisation’s culture, manage change, drive continuous improvement, or enact societal change, a narrative strategy can be your most powerful tool. Start crafting yours today, and see the difference it can make.


 James Freeman-Gray 

I'm James. A change consultant and organisational development specialist. I've been working in people-centred change for over 15 years. I partner with causes, champions, teams & leaders on projects for social, environmental, technological & human good. If you think I can support in making your change a success, drop me a message. 

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